Deliverable: Based on your reading of all the assigned articles, compose a response to
the following questions. Proofread, and post a reply to this discussion board. You are
not required to reply to other students' posts, but you are encouraged to read them and
indicate your approval via "likes/dislikes".
The following companies are mentioned in the articles from today's assigned readings.
Amazon, Bosch Group, Capital One, E&J Gallo, GE, LinkedIn, Marriot, Owens & Minor,
Oakland A’s, Passur, P&G, Progressive, Schneider Electric, UPS
From the above list, pick one company whose use of analytics most impresses you or
you especially admire. In addition to what is written in the assigned readings, either:
do some internet research to learn how the company you chose is using data
analytics more recently (if possible, provide a reference),
Or
build on your own insights if your experience involves working with the company,
its partner/competitor, etc.
Describe in your own words how the company is using data analytics, including the
area of business that is affected and the benefits experienced.
I have been a Marriott customer for a number of years. The one thing that I have noticed over
time is that choices of hotels offerings has increased dramatically. A number of years ago, the hotel
offering from Marriott was a very simple: luxury, mid-level, basic level offerings. Lately the offerings
appear to be splitting off based on lifestyle, instead of simply price. With the acquisition of Starwood
Hotels and Resorts, there are now more than 30 separate brands available. While the merger can attribute
to some of the offering growth, the same trends appear to be happening from other hotel chains as well.
Another point is that the offers that I receive over time have become more tailored to my interests.
Part of this can be attributed to Marriot’s partnering with Buxton, a customer analytics company
based in Fort Worth, Texas, which calls its work "the systematic examination of a company's customer
information to identify, attract and retain the most profitable customers."[ CITATION Eis18 \l 1033 ].
Buxton’s data analytics manages more than 300 unique data sets from 116 million households. By
knowing customers habits, travels and the like, it becomes easier for Marriott to determine where to build
what brand of hotel and why, as the brand is dependent primarily upon the location. And the level of
brand determines the price points for rooms, which Marriott has been following for years.
References
Eisen, D. (2018, January 31). Marriott bets on predictive analytics for brand growth. Retrieved from
Hotel Management : https://www.hotelmanagement.net/tech/marriott-builds-its-brands-by-
knowing-more-about-you
